便利品价格折扣与赠品促销对消费者购买意向的影响研究

在便利品的购买行为中，赠品促销与价格折扣形式两种促销工具下，对于相同品牌的商品，消费将做出怎样的方案评估？并进一步做出购买的行为决策？通过消费者对于价格折扣促销和赠品的两种促销工具下所感知的交易价值与购买决策的影响，来探讨消费者的决策过程信息处理与心理变化，在此基础上探讨对营销者的启示。

【关键词】促销   价值感知   购买行为意向
The influence of the purchase intention of convenience products price discount and extra products to consumer

【Abstract】What will the consumer going to chose when they face to the extra products and price discount products? And further to make a buying behavior decision? Through the consumers for price discount and extra products we found that two kind of promotion tools, perceived transaction value and the influence of the purchase decision, this paper discusses the consumer decision-making process information processing and psychological change, and on this basis to explore the enlightenment for marketers.

【Key Words】Promotion    Value perception    Purchase behavior intention

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